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Formula E

Worldwide launch of Formula E

Formula E Holdings is the company behind Formula E, a brand new FIA Championship featuring Formula cars powered exclusively by electric energy. The new series was concieved and announced in 2012, with the inaugural championship to be held exclusively on street circuits in iconic cities around the world including Rio de Janeiro and Rome.

Client objective

PHA Media were briefed in 2012 by Formula E Holdings to announce the launch of Formula E across the international media. Our objectives were to secure high-profile interview opportunities for the CEO of Formula E Holdings, Alejandro Agag, and to proactively promote Formula E as the future of international motorsport. Ultimately, the client expected high impact international media coverage that would generate widespread interest in the new global series.

Strategy and implementation

PHA Media drew upon its global network of international media partners across Europe, Russia and Asia and created an international press office to help successfully communicate the launch of Formula E. Our international team created a communications strategy around a series of key announcements, including the launch of the Championship and the signing of new test drivers. Our London team co-ordinated the worldwide team to ensure that media targets were met in territories across the globe, around the time of the announcement.

Results and evaluation

PHA Media delivered major international coverage around the announcement of the new Championship that immediately raised the profile of Formula E and its CEO Alejandro Agag. Media coverage included the Financial Times, BBC News, CNN, Bloomberg and ESPN. The high profile announcement of Formula E, through PHA Media’s work, created a strong platform from which the Championship could be promoted further.

Originality and creativity

PHA Media were successful in capturing public excitement around the concept of Formula E upon its first announcement. Ahead of launch, PHA and it’s international partners ensured that we engaged with journalists who we knew had an existing interest in motorsport, and who had knowledge in the sport. By carefully targeting the right media outlets and individuals, based on PHA Media’s long experience working within the sports and business media, we helped generate coverage that clearly communicated the vision and of Formula E and portrayed it as a ‘game changing’ moment in sport.